Amazon announced the launch of a new wearable technology store on its website today, saying that consumers are "increasingly coming to Amazon to shop and learn about these devices.” This move shows that Amazon is still optimistic about wearables, even as press surrounding the devices has been mostly negative, focused on the Nike layoffs and the Fitbit Force recall. However, Amazon is likely looking at positive statistics showing that one in ten Americans own a wearable device, with more likely to buy.

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